How environmental labelling on building products works

We have teamed up with Eco Choice Aotearoa to help you understand what labelling is about and the advantages of using certified eco-labelled products.

Navigating “green” purchasing decisions

There are many things to consider when buying materials and products for your building project - from cost, quality, and performance through to client specifications and compliance.  

Adding “environmental sustainability” to the list can be complex and confusing, and often costly! And then there is “greenwashing”. What product marketing claims can you genuinely trust?

To help you navigate this, many building products in the NZ market have labels or stamps on their packaging claiming environmental performance. However, like many other marketing claims, there is high variability in the quality, transparency, and performance behind different environmental labels and claims.

Eco-labels VS other environmental labels or claims

Applying environmental labels to products is a voluntary process in New Zealand (except for the Energy Star rating). There are three types of environmental labelling categories that can be certified under the International Organisation for Standardisation (ISO). Each category must meet a range of factors reflecting environmental attributes.

The gold standard – Type 1 Eco-labels

Figure 1: Type 1 Eco-labels use a full life-cycle assessment approach see www.ecochoiceaotearoa.org

If you choose a Type 1 eco-labelled product (ISO 14024), you can be confident that the product says what it means. It will have third-party verification licencing, then regular auditing on multiple criteria across the entire product-lifecycle, as well as continuous improvement. Using the following eco-labels can gain you credits for New Zealand Green Building Council’s Green Star and Home Star building accreditation schemes. Eco-labels on products on NZ shelves include:

• Eco Choice Aotearoa - (previously Environmental Choice NZ) is NZ-centric and our only fully verified Type 1 eco-label. It has been around for over 30 years, is independently operated by a charitable trust, and owned and trademarked by the Crown. It is earned by meeting criteria in its applicable published product standards. There are currently 14 building product standards for common NZ building products, with more than 950 certified building products showing an Eco Choice Aotearoa eco label. Eco Choice Aotearoa also offer an accreditation for construction and demolition waste services.

• Good Environmental Choice Australia, or GECA – Eco Choice Aotearoa’s Australian equivalent.

• Global Greentag – commercially orientated with a multi-tiered approach. Australian owned (privately) but with a global focus. Also accepted for use on WELL, LEED and ISCA projects.

The next tier - Type 3 labels, or Environmental Product Declarations (EPDs)

Whilst Type 3 or EPDs provide environmental data about a product’s life cycle environmental impact to an ISO standard (ISO 14025), they can either be verified by a third party or by the manufacturer itself. While they provide transparency, they do not necessarily have processes for continuous improvement or third-party auditing and verification processes. Declare is an example of an EPD labelling scheme on some NZ building products. Businesses might also develop their own product EPDs, with the help of environmental practitioners.

Then there are Type 2 labels

Whilst there is an ISO standard for Type 2 labelling (ISO 14021), these usually focus on a single issue and are self-declared claims by the manufacturer, with no third-party verification. For example, “contains 45% recycled content”. While this does not necessarily mean a product is subject to greenwashing, there is no independent assurance that their claims are true. You will have to do your research on these types of labels.

Other labels and claims, and when to be (very) wary

Some environmental and sustainable symbols or marketing slogans cannot be verified and can be quite deceptive. These are labels that do not relate to real certifications or standards, and may not mean much at all, but can be made to look or sound like a verified claim. This is where greenwashing comes in.

So, which is label or claim can give me the most confidence?

To help understand the differences between these labels, think of Type 3 EPD labels like nutritional labels for products, whereas Type 1 Eco-labels are like a customised diet plan. Most businesses using Type 2 labels mean well, but without third-party verification, there is no way to prove their claims. As such, they run the risk of greenwashing.

When it comes to the rest, we suggest you do your homework. To help you from falling into the trap of misleading claims or greenwashing, the Commerce Commission’s NZ Environmental Claim Guidelines [AP1] can help. Reach out to Eco Choice Aotearoa or EIC directly.

Eco Choice Aotearoa features a vast range of verified building products on their website. 

Eco Choice Aotearoa’s labelled products are a fantastic choice if you want to give yourself and your client the confidence and assurance that products in a build project are in fact good for the planet, and the building’s future occupants. Head to the Eco Choice Aotearoa website, click on ‘Find a product,’ for a product you are looking for. The Product Standards are free to access as well. Product categories include paints, steel, flooring, timber, insulation, concrete, furniture & fittings - and more.

 [AP1]https://comcom.govt.nz/business/dealing-with-typical-situations/environmental-claims